The AI expansion on the four Pixel 10 models amplifies Google’s efforts to broaden the use of a technology that is already starting to reshape society. At the same time, Google is taking a swipe at Apple’s Achilles’ heel on the iPhone.

In a new Pixel 10 ad, Google dunks on Apple’s failed promise of Siri AI improvements, with a narrator that suggests you could “just change your phone” if you bought “a new phone because of a feature that’s coming soon, but it’s been coming soon for a full year.”